Tmall's agent operation: create detailed operation of explosive funds

Recently, many friends told me that it is more and more difficult to fight with popular models. They asked me what I thought, and today I will share with you how I feel about several models I have been operating recently. In a word - it's really difficult to create a blockbuster. The previous era of smashing has gone forever, and now it is more refined operation.
To create a blockbuster, first we need to determine what is a blockbuster, which can be simply explained as a product with high exposure, high flow and high order. How high is that? This mainly depends on personal expectations. Some people may think that if the traffic is thousands, the order is hundreds; Some may only be so popular at present.
So we should first determine the next specific goal, and then we can better operate according to the goal. How to operate?
Let's start with high traffic. Traffic is the number of visitors. Number of visitors=number of presentations * click through rate. There are many factors that affect the click through rate, mainly depending on whether the creative selling point of our pictures can impress buyers. Of course, the number of sales and price are both factors that affect the click through rate.
How did the order come from? Order volume=number of visitors * conversion rate, which is basically the display volume. Only with presentation can we optimize our click through rate and conversion rate.
At this time, we can find that the fundamental problem to be solved is the amount of presentation. How do we get the amount of presentation?
To solve this problem, we need to know the detonation principle of Pinduoduo.

So we should first determine the next specific goal, and then we can better operate according to the goal. How to operate?

Let's start with high traffic. Traffic is the number of visitors. Number of visitors=number of presentations * click through rate. There are many factors that affect the click through rate, mainly depending on whether the creative selling point of our pictures can impress buyers. Of course, the number of sales and price are both factors that affect the click through rate.
How did the order come from? Order volume=number of visitors * conversion rate, which is basically the display volume. Only with presentation can we optimize our click through rate and conversion rate.
At this time, we can find that the fundamental problem to be solved is the display volume. How do we get the display volume?
To solve this problem, we need to know the detonation principle of Pinduoduo.

The world's martial arts are fast, so we'd better do a good job of basic optimization and data testing, such as the hit rate test of the main map and style test, before going on sale. In particular, non-standard products, the layout of the title, the planning of the word road, the pit production and the UV value are also very important measurement points to determine whether the official will give us the traffic.

If it is a standard product, Pinduoduo traffic has become saturated. In order to increase sales, the platform can only improve traffic value, so the weight of pit output/UV value will increase.
Then we know that the essence of popular products is presentation, the rate should be relatively stable, the amount should be large enough, the importance of real-time weight, and the weight of pit production and UV value. What we need to do is how to improve these points.
There are many ways to improve these points, among which search and scenario promotion are the most direct. Activities can quickly increase the weight of store sales.


First of all, search promotion and scenario promotion bring visitors to the store through payment, and generate collection transformation to improve the overall competitiveness of the store and Babe. So as to obtain additional natural flow exposure, and finally realize natural conversion of orders. So the question whether paid promotion can drive natural traffic is certain.


The core point here is "competitiveness". When your own competitiveness is strong enough, your ranking will be high enough. The platform will also give products more exposure opportunities
I believe that many businesses have a deep sense of powerlessness towards search and scene cars. It is true that it is very difficult to bring a store back to life by paying for promotion alone.
Creating a blockbuster requires a lot of careful operation. After the blockbuster is formed, it involves more team cooperation, cooperation between operators, drivers, customer service, artists, warehouse keepers, delivery and other personnel in various links. It can not be solved by a direct train alone. The most popular products are made by the through car, which may be due to the lack of search and scene assistance.
The flow structure of formed popular products is diversified. For example, the flow structure of standard products is relatively simple, while the flow structure of non-standard products is very diversified.
Difficulties in single product blasting
Here, I will talk to you about the difficulty of single product explosion, which is also a point that many people tend to ignore.


1. There is no systematic plan. Many people make decisions by beating their heads. There is no detailed plan for how to achieve it. There is no idea of what needs to be done to reach Chengdu.
2. There is no operating cost budget, and the amount of money to be invested is not estimated. As a result, in many cases, the capital chain is broken if the amount of money to be invested is not completed.
3. There is no operation target and target disassembly. What kind of scale can be achieved? Without planning, the expected amount of money is relatively large. It is impossible to achieve it at once. It needs to be divided into many small goals and completed in stages.
4. There is no profit expectation, when to realize the profit, and there is no expectation, which makes it impossible to persist to the end.
Process of creating best sellers
1. Product internal skill optimization
Title, main image test, main image video, detail page, evaluation, buyer show, seller's question answering, matching package, same store recommendation, all of which should be arranged before the sale;
2. Optimization of search and scene vehicle
Survey, mapping, selection and optimization of word paths, survey of people, and optimization of regions;
3. Cooperation of supplementary order
If the conversion rate is not enough, you need to supplement the order to cooperate and operate on the data model of competitive products;
4. ROI
When the internal power of the product is optimized well, and the car map test shows that the click through rate is more than 1.5 times of the industry average, you can consider the subsequent pursuit of ROI and other goals.

The specific operation to pursue ROI is: after the initial foundation is optimized, through optimizing keywords, crowds, car maps, regions, and time discounts, the keywords with good collection purchase rate and high conversion rate will be measured with the crowd; After that, the click rate of the pictures measured reached more than 1.5 times of the industry average, and then the weight was done, the quality score was raised to 9-10, and the PPC was below the industry average.
Of course, the specific pressure depends on the product, such as the standard products need to be stuck. Then adjust the PPC according to the specific product. When the conversion rate becomes stable and the production is acceptable, the scene car cooperates with the search car to increase the exposure and increase the amount.

After the car is profitable, we can get more store exposure and visitors through activities and live broadcast, achieve the trinity of direct search activities, optimize the flow structure of products, expand the order channel, and create popular products.